Out of Home and Mobile Marketing bridge the gap between the offline and online worlds
The world population is increasingly mobile and increasingly urban — and this is changing the way we market goods and services. As brands are increasingly able to reach consumers on mobile devices in their pockets and pour more of their marketing budgets into digital channels, traditional tactics like billboards and bus ads may fall out of favor. However, the increasing digitization of these formats, as well as the combination with mobile, let Out of Home (OOH) marketing shine brighter than ever before.
OOH and Mobile, which, according to the OMG Preview Monitor, are the sectors with the biggest opportunities for growth, create new communication challenges and opportunities for companies and brands. With this in mind, WallDecaux, the German subsidiary of JCDecaux, and the Mobile Marketing Association (MMA Germany) published the first comprehensive white paper to explore the subject.
Combining offline and online experiences
The combination of OOH and Mobile bridges the gap between the offline and online worlds and perfectly connects the benefits of both. OOH provides marketers with continuous and consistent reach and gives brands a public profile. Mobile is the most personal channel to the digital world. These two channels complement each other in the sales funnel and — as studies have shown — are most effective in combination. With this in mind, WallDecaux and the members of the Mobile Marketing Association in Germany (MMA Germany) have come together to follow up on the most urgent questions:
- How can advertisers and agencies take advantage of efficiency benefits along the entire value chain?
- How must contemporary communication strategies be planned, developed and implemented so that they optimize the potential of both channels?
- How can consumers be successfully addressed across media and on different levels?
OOH and Mobile: The rules for success
When marketers employ OOH and Mobile strategies together, they are able to serve messages to customers throughout the day in a number of different environments and contexts, and then follow it all up with a personal message on their mobile device. But there are a few rules to keep in mind when deploying a campaign:
- Establish the link
- Design messages in a channel-specific way
- Keep intervals short
- Fix key visuals, vary formats
- Consider the context
To take a deeper dive into these takeaways and learn more about the potential of combining OOH and Mobile marketing, download “Out of Home & Mobile” today.